The goal of the thesis is creating marketing strategy of small intuitive driven family business. Small and medium sized entities where Sprint belongs, have defined marketing strategy rarely. Therefore marketing strategy and its implementation into the management is big competitive advantage. Theoretic part of the thesis includes strategic analysis of external and internal environment of the enterprise which is summarized by SWOT analysis. Marketing strategy based on strategic analysis conclusions is defined in several areas: main marketing goals, human resources, product portfolio, price, distribution and communication.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:85149 |
| Date | January 2011 |
| Creators | Weisshäutel, Jan |
| Contributors | Procházková, Markéta, Olekšák, Michal |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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